Understanding Public Science Communication Through Literacy and Media Studies
Our research sits on the nexus between literacy studies and media studies. We see these as two overlapping fields that provide lenses for examining literacy development across personal and professional contexts in an increasingly connected, always-online U.S. culture. These areas suggest that learners develop literacy via sociocognitive processes as they engage with texts and tools in educational and extracurricular settings, a framework that is key for documenting how individuals engage with public science communication and how educators might leverage extracurricular experiences to enhance media and literacy studies in the classroom. Below, we overview how central tenets of scholarship in public science communication and literacy studies, including information literacy, scientific literacy, digital literacy, and news literacy, inform and contextualize our study.
Public Science Communication
There are many ways to understand science communication (Burns et al., 2003), and our multidisciplinary backgrounds initially led to differing ideas and assumptions about what public science communication is and how our students might engage with it in some way. T. W. Burns et al. (2003) defined science communication as "the use of appropriate skills, media, activities, and dialogue to produce one or more . . . personal responses to science," such as awareness, enjoyment, interest, opinions, or understanding (p. 191). Ultimately, public science communication is a rhetorical process that involves not just accurate transmission of data, but also the consideration of the audience's values, beliefs, and knowledge base to engage them meaningfully (National Academies of Sciences, Engineering, and Medicine, 2017). This broad definition encapsulates our interest in STEM students' engagement in public science communication, particularly the impact that any engagement may have on their understanding of science or decision to pursue STEM careers and professions.
Because we teach communication classes in which students learn to communicate complex ideas to specific audiences, we operationalize a somewhat transactional definition of science communication: the practice of conveying scientific information, research findings, and the implications of scientific work to nonexpert audiences. This includes a broad spectrum of activities, from public lectures, news media articles, and educational outreach to social media posts and documentaries. The goal is to make scientific concepts accessible, understandable, and relevant to the public, policymakers, and other stakeholders. Effective science communication builds trust between the scientific community and society, making complex topics more approachable and sparking informed discussions about scientific advancements and their impacts. This definition, unfortunately, reinforces the deficit view of public science communication, which "presumes that the public is ignorant about science and that, if people were more educated by scientists, they would be supportive" (Gigante, 2018 p. 5).
However, science communication scholars have since rejected this model in favor of more robust models that "focus on public engagement with science issues, . . . [though] the ideals of the deficit model remain intact" (Gigante, 2018, p. 5). There has been significant pressure from the public on the scientific/academic community to communicate findings to the lay public in a way that empowers them to understand and use what is sometimes critically important information. These pressures reinforce the idea that experts should transmit clear and understandable information to those with less knowledge/expertise. As Peter Weingart and Lars Guenther (2016) succinctly noted, "Science communication, in the general sense of the term, is the crucial link between the world of knowledge production and the general public. Thus, the credibility of science is actually dependent on the credibility of science communication" (p. 2). This is particularly important to consider as venues for public science communication change and adapt alongside communication technologies.
We intentionally provided a simplified definition to participants in our study: Public science communication refers to communication about scientific subjects that occurs in popular press or on social media sites. This definition stems from our assumption that college students were likely to engage with public science communication on social media sites. We also wanted to distinguish between the science communication they encounter in their academic settings and the kinds of science communication a broader, more general public may also have access to.
The proliferation of digital and social media has made public science communication efforts more complex, while also increasing access to information, to communicators, and to audiences. Carmen Pérez-Llantada and María-José Luzón (2023) explained that "knowledge claims expressed in a scientific article are reformulated, simplified, adapted, expanded and, more generally speaking, transformed into, say, online news, lay summaries, and blogs, all of them falling outside the domain of expert-to-expert communication of science" (p. 21), such that the creators of public science communication may not be scientists themselves. Previously, sites for public science communication would include popular press magazines and books, as well as white papers and public service announcements produced by government agencies. These documents were produced and/or vetted by experts and provided their credentials. In social media spaces, however, users who view public science communication content are provided with little information about creators beyond their names and follower counts. We focus on TikTok in the following examples because individuals between 16 and 24 comprise 60% of their 80 million monthly users (Doyle, 2024), increasing the likelihood that our students will be familiar with the platform and perhaps encounter public science communication there. Neil deGrasse Tyson, who holds a PhD in astrophysics from Columbia University, had 5.7 million followers on TikTok as of 2025, but his profile identified him only as the host of StarTalk and author of To Infinity and Beyond: A Journey of Cosmic Discovery. Hank Green, who has degrees in biochemistry and environmental studies, had 8 million TikTok followers as of 2025. But unless users watch his pinned intro video, they may only see that his stand-up special is available on DropoutTV. Like other social media sites, TikTok has a verification feature, but that verification only ensures the authenticity of an account, not any other credentials or qualifications a user may have.
Other social media sites, personal blogs, and websites can also provide access to a plethora of scientific communication without emphasizing the creators' credibility. The ease of online production and the virality of online information, particularly on platforms such as YouTube and TikTok, may increase opportunities for the public to encounter misinformation and skepticism about issues that require widespread public understanding like climate change and public health crises. In this digital age, encountering public science communication (like all forms of communication online) requires different literacy practices than were necessary to understand or determine the credibility of public science communication in the previous print-based culture. The need to understand the difference between a piece of information that is popular (algorithmically and by "likes") and a piece of information that is accurate is one such shift.
Literacy Studies
As a field, literacy studies has also moved from a limited notion of literacy to a more complex one, shaping how scholars understand the interrelated acts of reading and writing. "Earlier research on literacy by psychologists, historians, and anthropologists," Julie Lindquist (2015) has explained, "was largely motivated by the question of what literacy, once it is acquired by individuals and societies, makes happen" (p. 99). Literacy studies' roots in psychology led to a cognitive framework for literacy acquisition, in which "reading and writing were treated as things people did inside their heads" (Gee, 2015, p. 35). Over time, however, researchers have moved the discipline to a sociocultural view, defining literacy as a set of negotiations within particular contexts resulting in "distinctive ways of participating in social and cultural groups" (p. 35). In the New Literacy Studies view, individuals acquire literate abilities through an apprenticeship model as they enter new activity systems and take up those systems rules, norms, tools, and behaviors (Gee, 2015; see also Ito et al., 2009; boyd, 2014; Jenkins, 2006).
When looked at in this way, literacy is highly influenced by the tools and technologies available to individuals and communities, and when considering public and social media spaces, it can be difficult to separate from digital literacy, or "the ability to access, manage, understand, integrate, communicate, evaluate and create information safely and appropriately through digital technologies for employment, decent jobs and entrepreneurship" (United Nations Educational, Scientific and Cultural Organization [UNESCO], 2018, p. 6). As tools change cultures, their tools, and the individuals that use them, literate practices also change. Henry Jenkins et al. (n.d.) championed this idea in their white paper Confronting the Challenges of Participatory Culture: Media Education for the 21st Century, emphasizing that the evolution of digital media has created a "participatory culture" in which most people are both consumers and producers of media content. This view of literacy studies is particularly useful for studying public science community. Jenkins et al. stressed the need for identifying new literacy practices that have come from digital culture and provided a framework for identifying some prevalent new literacy practices. As researchers, we were curious to understand how students enrolled in a STEM institution engaged with public science communication, imagining that their engagement would position them as both consumers and creators in social media spaces. Ultimately, understanding this multifaceted view of literacy practices could help educators better understand the practices used to assess public science communication and develop additional ways to teach these methods.
Information Literacy
Information literacy is critical to understanding how individuals encounter and understand public science communication by focusing attention on the extent to which an individual is able to critically consider the messages being sent via various media. The American Library Association (2024), quoting a 1989 Association of College and Research Libraries (ACRL) report, defined information literacy as "a set of abilities requiring individuals to 'recognize when information is needed and have the ability to locate, evaluate, and use effectively the needed information.'" The rise of social media has led to a shift from a competency-based view of information literacy to one that offers "a richer, more complex set of core ideas" by focusing on the "foundational ideas" of an information ecosystem (ACRL, 2015, p. 7). The first foundational idea from the ACRL (2015) is that "Authority is constructed and contextual," which emphasizes that information literate individuals recognize that there are differing types of expertise that are valued differently by different people; part of developing expertise in information literacy is develop strategies for recognizing expertise that move beyond "basic indicators of authority, such as types of publications or author credentials" (p. 12).
As our previous TikTok science communicator examples suggest, determining the credibility and authority of information in online environments is a crucial component of information literacy. Understanding the source and credibility of information is especially important for considering public dissemination of scientific information because of the crucial decisions that citizens, governments, and institutions make based on scientific discoveries. The COVID-19 crisis brought this importance starkly into focus, as the world depended on public science information to make decisions about how to protect themselves from infection and how best to treat symptoms when infected (Scheufele et al., 2021). The rapidly changing available information, especially in the early months of the pandemic, illustrate the need for responsible research and innovation, and, according to Maria Loroño-Leturiondo and Sarah R. Davies (2018), it presupposes the need for scientists "to be active in considering the implications of their work" and to communicate those findings, and the process of scientific research itself, clearly (p. 171).
Lateral Reading
As misinformation continues to run rampant on the internet, and the deployment of AI to create misinformation not only spreads misinformation more quickly but also makes it harder to identify, scholars have begun to investigate how reading practices might make individuals more or less susceptible to misinformation. Several studies have found that lateral reading, the process of quickly moving across websites to assess the credibility of information, is a more effective way of verifying credibility than is offered by linear reading, the process of staying in one website and attempting to verify the credibility of the information being presented (Breakstone et al., 2021; Wineburg et al., 2022; Wineburg & McGrew, 2019).
In "Lateral Reading and the Nature of Expertise: Reading Less and Learning More When Evaluating Digital Information," Sam Wineburg and Sarah McGrew (2019) investigated the differences in reading practices between historians with PhDs, professional fact checkers, and undergraduate students at Stanford, finding that fact checkers were able to assess the credibility of websites more accurately and in less time than the historians or undergraduate students. One significant difference between these populations is that historians and college students were more likely to read linearly, attempting to determine the accuracy of the information while remaining on the site. However, fact checkers were more likely to employ lateral reading strategies, where "one leaves a website and opens new tabs along the browser's horizontal axis, drawing on the resources of the Internet to learn more about a site and its claims" (p. 31). While students and historians were more likely to practice close reading strategies, "checkers ignored massive amounts of irrelevant (or less crucial) text in order to make informed judgments about the trustworthiness of digital information. In short, fact checkers read less but learned more" (p. 32). Lateral reading as literacy practice in digital media shows the extent to which literacy practices are changing and where expertise in this area might reside.
Scientific Literacy
Understanding and acting on public science communication necessitates a degree of scientific literacy, or a capacity to understand, critically evaluate, and engage with scientific concepts, processes, and evidence in a way that enables them to make informed decisions about scientific issues and phenomena. Jon D. Miller (1998) argued that scientific literacy "might be defined as the ability to read and write about science and technology" (p. 204). However, Miller went on to complicate this notion, noting that "given the wide array of scientific and technical applications in everyday life, scientific literacy might include everything from reading the label on a package of food, to repairing an automobile, to reading about the newest images from the Hubble telescope" (p. 204). Thus, science literacy encompasses the ability to comprehend basic scientific principles, recognize the nature of scientific inquiry, evaluate the reliability and credibility of scientific information, and apply scientific knowledge to interpret and address real-world problems.
Susanna Priest (2014), in "Critical Science Literacy: What Citizens and Journalists Need to Know to Make Sense of Science," argued, "Science literacy is often defined (or at least measured) as awareness of a collection of important scientific facts," but that this conception of science literacy, as well as the conception of science literacy as a set of discrete skills, is incomplete because the skills that people require to evaluate scientific claims differ from the skills scientists use to conduct research and develop scientific claims (p. 138). Priest (2014) advocated for this reframing of science literacy as "critical science literacy," which requires an awareness and "understanding of how science actually works, as a set of social institutions and practices that are governed by a set of normative and procedural assumptions" (p. 144). Thus, the responsibility for understanding science communication is in the hands of both the scientists and the citizens; while scientists and science communicators "are responsible for describing research in context, explaining details about the risks, controversies, and uncertainties surrounding the research process [and] engag[ing] with citizens respectfully as stakeholders" (Gigante, 2018, p. 5), citizens are also responsible for engaging with scientists and science communicators as citizens work to understand the scientific process.
In order for citizens to effectively assess the credibility and accuracy of scientific information, in addition to scientific knowledge and an understanding of how to assess the credibility of an author or publication venue, individuals must also "know something about the sociology of science, as well as something about the philosophy of science, to navigate a world full of competing truth claims about science" (Priest, 2014, p. 144). As academics and researchers, we may recognize and understand "the risks, controversies, and uncertainties surrounding the research process," (Gigante, 2018, p. 5), but others may assume that scientific knowledge shared is rooted in some objective, unquestionable fact—a point underscored by research suggesting that although the general public's ability to recall scientific facts has remained high, "knowledge of scientific methods and thinking appears to be less widespread" (National Academies of Sciences, Engineering, and Medicine, 2017, p. 30). Researchers have found that only 26% of Americans "could explain 'what it means to study something scientifically,' and only half of Americans (53 percent) had a correct understanding of randomized controlled experiments" (p. 30). As Priest (2014) pointed out, misconceptions about how science generates and views knowledge may impact the general public's ability to effectively evaluate public science communication.
Scientific literacy is difficult for non-scientists to develop, and assessing the extent of someone's scientific literacy is complex and challenging. Studies typically assess students' understanding of a particular scientific concept or "individual aspects of scientific literacy skills" rather than "scientific literacy as a whole" (Gormally et al., 2017). To address this challenge, Cara Gormally et al. (2017) developed the Test of Scientific Literacy Skills, which Pamela M. Propsom et al. (2023) employed in a longitudinal study to understand the impact of science general education. They found "rather small benefits of science general education overall, though there were larger improvements for some demographic groups (i.e., women, first-generation college students)," while STEM majors showed much greater development in their scientific thinking skills than non-STEM majors (p. 2). The challenge of developing scientific literacy is concerning because "we are more dependent than ever on the individual consumer of scientific information to have the wisdom to decide which claims are not credible, which are as yet tentative, and which should be accepted at face value as 'the truth'—or, at the very least, as today's truth" (Priest, 2014, p. 140). Less capacity for scientific literacy, then, may contribute to views of "science" as a source of stable, objective truth.
Digital Literacy
It would be difficult to understand how individuals engage with public science communication that occurs on social media sites without also considering the role of Digital Literacy. UNESCO's (2018) Global Framework for Reference on Digital Literacy defined digital literacy as "the ability to access, manage, understand, integrate, communicate, evaluate and create information safely and appropriately through digital technologies for employment, decent jobs and entrepreneurship. It includes competences that are variously referred to as computer literacy, ICT [Information and Communication Technology] literacy, information literacy and media literacy" (p. 6). Literacy practices in the digital age are constantly developing alongside technology as new media creates new opportunities to create and consume information.
A complicating factor for digital literacy is an individual's ability to understand digital genres, an idea contested by linguistics scholars (Belcher, 2023). There is consensus, however, that digital genres require rhetors to undergo a process that "reorganize(s), reinterpret(s), and refocus(es) [information] to achieve their communicative intention and satisfy the expectations of their imagined audiences" (Pérez-Llantada & Luzón, 2023, p. 12). Diane D. Belcher (2023) noted that digital genres have entirely blurred the lines between audience/author and general consumer/critic (2023, p. 36). This has created a mega-audience that is trying to consume information not actually intended for them. Digital genres are muddy, especially since social media influences perceptions of who gets to create public science communication and how. Scientists might generally argue that only scientists should convey scientific information to the public. In fact, Sara E. Brownell et al. (2013) argued for formalized communication training for college student scientists to transform information effectively for a lay audience. However, current issues in public scientific information can be perceived as having little to do with poorly articulated information from scientists, but rather the overabundance of well-articulated information from non-scientists.
Social media enables the decentering of expertise, for better or for worse. The open-access nature of the internet allows anyone to produce knowledge, so that unreliable and noncredible people can produce knowledge just as publicly available as trained researchers (Weinberger, 2011). The Wisdom of the Crowd phenomenon assumes that a large group of ordinary people can be wiser than any one expert (Arazy et al., 2006; Sunstein, 2006). Unfortunately, not all crowds are wise and the Internet "contains people who know much less than they think" (Weinberger, 2011, p. 63). In fact, Zizi Papacharissi (2002) argued that much of what is shared online are "hasty opinions" rather than knowledge (p. 16). Groups whose members demonstrate systematic bias can produce knowledge that is, at best, incorrect and, at worst, dangerous. Due to the ease of sharing information online, these falsehoods can quickly gain many believers (Weinberger, 2011). The extent to which students in our interviews would consider the danger of misinformation and would acknowledge the potential consequences of scientific misinformation being spread is of particular interest to us.
News Literacy
The spread of misinformation across the Internet has renewed interest in news literacy as a distinct literacy. Melissa Tully et al. (2022) argued that news literacy is comprised of "five knowledge and skills domains—context, creation, content, circulation and consumption" (p. 1593). This definition is placed in contrast to a perspective of news literacy that "is sometimes narrowly framed as the transfer of verification skills so consumers can check facts and sources and identify misinformation" (p. 1591). That is, news literacy includes fact-checking steps but also involves situating information in broader contexts that understand the creators and consumers of this information.
When considering how news literacy relates to engagement with public science communication, it is important to consider what "counts" as news, particularly in our contemporary digital landscape. While news may have once come from an established newspaper or a news program on network television, cable, the Internet, and streaming media have widened our options for receiving news. Pew Research Center (2024a) found that, in 2024, 86% of U.S. adults "at least sometimes get news from a smartphone, computer or tablet, including 57% who say they do so often." In contrast, only 33% of Americans "often get news from TV," with 26% "often or sometimes get[ting] news in print" (Pew Research Center, 2024a). When looking at which platforms U.S. adults use to get their news on digital devices, news apps or websites and search engines were the most common, with two-thirds of respondents sometimes getting news in these ways. However, 54% sometimes get news from social media, and 27% sometimes get news from podcasts (Pew Research Center, 2024a). Facebook and YouTube are the most common social media sites for U.S. adults to get news, with "about a third of U.S. adults say[ing] they regularly get news on each of these two sites" (Pew, 2024b).
This shift in accessing news to include a wider variety of digital sources is particularly important in light of social media's role in the spread of misinformation. In a study on the spread of information on Twitter (now X), researchers found that misinformation travels significantly faster than truth, with true stories rarely reaching more than 1,000 users, while the top 1% of false stories reached between 1,000 and 10,000 people, with fake news traveling approximately six times faster than true news (Vosoughi et al., 2018). Additionally, Soroush Vosoughi et al. (2018) found that "falsehoods were 70% more likely to be retweeted than the truth" (p. 1149). It is also important to note that this study was conducted after removing bots from the sample analysis, determining that "false news spreads farther, faster, deeper, and more broadly than the truth because humans, not robots, are more likely to spread it" (p. 1150). Thus, news literacy and science literacy are inexorably linked, as much of the scientific information consumed by the general public is distributed via news media.
It remains necessary to consider what new literacy practices make it possible to consume and create (scientific) information in digital and social media saturated societies. In this way, we expect our study to reveal a bit about which sources for scientific information students counted as sites for public science communication and which they counted on as reliable. We return to the relationship between literacies and understanding public science communication in our analysis, where we explore more fully the strategies that study participants shared in their interviews.